With Email Insights, Silverpop Allows Marketers To Test And Customize Their Emails Based On Device

Posted: May 14, 2013 in GT, Media, Startup

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Silverpop, the marketing tech company that
announced $25 million in new funding last month, is
announcing a new feature to help customers adapt to
all the different ways that people are opening their
emails. The feature, called Email Insights, accomplishes
three main tasks, the company says. First, it allows
them to preview how an email will look in up to 30
different apps across multiple devices. (It’s working
with a company called Litmus to create those
previews.) Adam Steinberg, Silverpop’s director of emerging apps, said that there was previously a lot of
uncertainty and guesswork in the process — for many
marketers, the testing process previously consisted
of emailing people they knew with different devices
then asking, “How does it look?” Next, Silverop provides analytics about which devices
and applications are being used to open those emails.
Customers can then use that data to create emails
that are customized based on a user’s “preferred
device.” “The marketer wants to know which type of device
their customers are using so it can give them a
device-centric marketing message,” Steinberg said. For example, he told me that if an online retailer is
launching a new iPhone app, instead of sending the
same promotional message to everyone on their
mailing list, they could create a special message for
people who usually read those emails on an iPhone,
with a direct link to download the app. Email Insights is now available to all Silverpop
customers with pricing that starts at $40 per month.

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